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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/74450

    Title: Facebook使用行為、使用者愉悅對忠誠度之影響
    Other Titles: A study of Facebook usage, users' pleasure on loyalty
    Authors: 宣佩涵;Hsiuan, Pei-Han
    Contributors: 淡江大學資訊傳播學系碩士班
    Keywords: 使用者愉悅;Facebook;網站忠誠;Users' Pleasure;Loyalty
    Date: 2011
    Issue Date: 2011-12-28 18:42:37 (UTC+8)
    Abstract: Facebook曾因為小遊戲的話題,讓台灣的使用者瘋狂加入會員,隨著Facebook使用越趨普及,人們在社群的使用與溝通行為也不斷轉換、變形,使用者透過社群網站的溝通行為達到哪種類型的愉悅?程度如何?有人認為網路時代無忠誠可言,因此網路社群的鎖定效果如何?使用愉悅是否會增加使用忠誠?
    While Facebook becomes a universal phenomenon around the world, Taiwanese users also eager to embrace and become one of Facebook members. Interfaces of social networks keep changing and updating in the way how people use them to communicate. How do users feel different kind of pleasure through communication in social networks, and what is the extent? One theory is that there’s no loyalty in the internet age, therefore how is the lock-in effect in social networks? Does pleasure cause people more loyal to social networks?
    Following the theory of users’ pleasure, the study tries to discover what kind of enjoyment that Facebook members perceive in their interactive communication through different functional usage. And how do functional usage and pleasure further affect users’ loyalty toward Facebook? The study conducts a web-based Survey, to find the affection to loyalty from basic user’s characteristics, habits of Facebook use, replacement of other services and user pleasure,trying to find the key that causes persistent use and users’ intension to transfer to other services.
    The research finds that: 1.Funtional usage and user pleasure only affect persistent use of loyalty. 2.When there’s a new social network site providing a better service, users have high intention to try the new site. 3.The more active internet users are, the more possible the future transfer is. 4. More functional usage cause more user pleasure, but the results also show that users intention to switch will be more strong when users perceive excessive commercial activity in the site. 5. People who use the mobile devices could easily know what their friends doing and where they are through Facebook, they feel higher pleasure to show consideration for friends and also get the enjoyment of sending and receiving messages . The pleasures make those users more willing to pay money when there’s some new function served. 6. Users who do not worry about privacy disclosure are more likely to use Facebook. They will not easily transfer to another site because of too much commercial information in Facebook, and they are more willing to pay for other functions. Privacy protection, therefore, may be an important key to keep users. 7.The research finds that in Facebook, functional usage and replacement can effectually predict the users’ loyalty and intention of transference. Therefore, the interface design and better service will be an important factor to attract and keep users.
    Appears in Collections:[Graduate Institute & Department of Information and Communication] Thesis

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